Akash Sampatlall CASE STUDY

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Curtin University *

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Marketing

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Apr 3, 2024

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CASE STUDY Agency Project Akash Sampatlall Esports Marketing
1. Executive Summary Othellonia, a mobile game from DeNA, faced crucial decisions in the summer of 2019. The analysis included a complete situational assessment, looking at the competitive climate, internal strengths and weaknesses, and changing customer wants in addition to the dynamic external environment. Customer acquisition, customer retention, and monetization improvement emerged as three strategic possibilities. The tactical plans laid forth specific actions for each strategy, ranging from public relations initiatives to community involvement. Othellonia set out to accomplish both short-term and long-term growth by implementing these methods in order to successfully navigate the cutthroat mobile game market.
2. SITUATION ANALYSIS Othellonia, a mobile game created by DeNA, hit a critical turning point in 2019 that called for a thorough situation study. By assessing the external environment, competition, internal strengths and weaknesses, consumer preferences, and necessary assumptions, this study analyses the firm's core concerns and aims. External Environment In 2019, the smartphone sector grew quickly, driven by increased connectivity and smartphone adoption. Significant growth potential was noted in a Newzoo (2019) examination of the global gaming market. However, increased rivalry from several players accompanied this growth, needing creativity and adaptation. Competitive Landscape It was crucial to comprehend the competitive dynamics of the mobile gaming sector. The industry was subject to intense rivalry, according to SuperData's research (2019). To stand out, Othellonia needs differentiating tactics. Strengths and Weaknesses Evaluation of Othellonia's intrinsic characteristics was a crucial component of the investigation. The game's merits were its distinctive gameplay, interesting features, and expanding user base. However, as noted in the case, monetization issues surfaced and called for an honest assessment. Consumer Needs and Wants It was essential to take into account changing player preferences and behaviour. According to Statista's (2019) research, mobile gamers' expectations quickly changed. Furthermore, Othellonia's player base had intrinsic social value, underscoring the significance of catering to user preferences (Cannon & Perreault, 1999). Assumptions The analysis heavily relied on assumptions, especially when addressing the issue of missing data. These presumptions applied to cost projections for client acquisition and growth rates for the
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